Muse Creative Awards | International Advertising Awards

Spain

2019

THE MACALLAN: DISTILLING SCOTLAND

Entrant Company

MASTER FOR YOU AGENCY

Category

Integrated Marketing

Client Name

THE MACALLAN

Sub-Category

Product Branding

Scotland is a rich land with premium ingredients but its food is little known, even among its own people. Having worked together for years, The Macallan whisky and El Celler de Can Roca – which has three Michelin stars and has twice been named world's best restaurant – pay tribute to Scottish cuisine, ingredients and ancestral values.

On a journey of over 1,400 miles around Scotland, the Roca brothers invite us to rediscover this land and its food, culminating in the creation of a tribute menu. A wealth of content about this year-long exploratory journey was created, including digital capsules; "Chef's Diaries: Scotland" – a feature-length documentary soon to be screened at international festivals; a travel book with recipes; a Scotland-inspired special menu to be served at the opening of The Macallan's new distillery; pairings with The Macallan, and much, much more to expand this huge project that was launched globally.

As the Roca brothers concluded, "there is tradition, outstanding raw materials and young talent. Scotland has huge potential for haute cuisine and is poised to undergo a real gastronomic revolution."

Scotland, which is far more than meets the eye and has a lot to offer haute cuisine worldwide, is an inspiring example for other parts of the globe that have great potential and far more to offer than they realise.

Muse Digital Awards THE MACALLAN: DISTILLING SCOTLAND Muse Digital Awards THE MACALLAN: DISTILLING SCOTLAND Muse Digital Awards THE MACALLAN: DISTILLING SCOTLAND Muse Digital Awards THE MACALLAN: DISTILLING SCOTLAND Muse Digital Awards THE MACALLAN: DISTILLING SCOTLAND
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